If you answered, “I am a financial planner,” or “I am an accountant,” or “I fix computers,” then you got it wrong. This is not what you do but how you do it.
People want to know what you do first before they want to know how you do it.

If you are a financial planner, here is what I would hope to hear: I help people make the right choices about their money? or I help them make wise money decisions?

People want to know what you do before they want to know how you do it.

I use financial planner as an example because I sat down with a financial planner a few years ago and this is where this question came from. I ask him “What do you do?” His answer: “I’m a financial planner.” And I’m thinking, “No, that’s not what you do it how you do it.”
I told him that “we are meeting because you obviously either want my money or you want an introduction to my client base, right? So tell me, what is it that you do that would give me a reason to give you my money or to introduce you to somebody?” I got blank look as an answer. I then asked him “Okay, let me ask you a question in a different way. What do your customers experience when they buy from you because that’s what you do?” He could not answer the question. I would have been hard pressed to purchase anything from him. He could not give me a reason why I should by from him.

Take six minutes and watch this video on why the answer to this question, “what do you do?” can make the difference between making a sales and leaving empty handed.

Ron Finklestein
Business Growth Facilitator
Stay tuned for the announcement of our new web site
www.businessgrowthexperience .com
ron@akris.net /330-990-0788

“The greater danger for most of us lies not in setting our aim too high and falling short, but in setting our aim too low and achieving our mark.” — Michelangelo

The One Degree Difference: In one critical moment you can change your life with change in a single thought.

It is essential that you implement the One Degree Difference in marketing. When you do this it makes is easy for others to understand: what you do, why you do it, and what is in it for your prospects when they join you as a customer.

How do you implement the One Degree Difference in your business?

1. Get really clear on who are your best customers/prospects.

2. Clearly articulate what is in it for your prospects when they do business with you. You might hear this defined as having a unique value proposition that speaks to your prospects.

3. Make it easy for other to buy from you. You can do this by taking your service (if you are in the service industry) and converting it to a product. This makes it easy for others to understand.

4. Write educational marketing documents that help others to understand why it is in their best interest to work with you.

5. Supply endorsement / testimonials to make it safe for them to see your value. These need to come from your clients.

How do you do this?

Ask. Ask your existing customers why they buy from you. Ask others what they look for, specific to your product or services. Call competitors and tell them you are doing research and ask permission to ask them some questions. Be sensitive of their time. My experience is that they will be happy to tell you about their successes.

Lastly test. Surround yourself with a mastermind group or a board of advisors and test your material. Request specific feedback concerning what they liked, disliked, needs changed, added or removed. I find this part to be the most valuable, especially if you have the right people on your board. The right people are people who want you to succeed and are willing to tell you what they think. Park your ego at the door and know the feedback is not personal.

This is especially important if you are experiencing any of the following problems:

· Prospects don’t understand what you do.

· You have no trouble getting in front of prospects and you are frustrated because they are not buying from you.

· You cannot articulate why people should buy from you.

· You have no clear processes. As a result, you find yourself babysitting your employees and business is suffering.

· You know the Internet can be a powerful lead generation and sales tool and you don’t know how to take advantage of this powerful tool. What do others do that you don’t?

· You are frustrated because you do not know what to say or do once you get in front of a prospect.

· You are afraid. You do not know who to trust. But you know you need help.

Take control and experience the One Degree Difference in your business.